Abstract
This study examines the challenges and opportunities of adopting AI within the hotel industry, focusing on how adoption perceptions vary by hierarchical level. Using consensus mapping with interviews from 21 participants across roles, including top managers, first-line managers, and non-managerial employees, the study identifies
unique perspectives on AI's benefits and obstacles. Top managers view AI primarily as a means to gain a competitive advantage, while non-managerial employees focus on its potential for cost savings. Despite these advantages, AI adoption faces hesitance due to limited awareness, understanding, and resistance to change.